Scrubs & Beyond Brand Book

Our Origins and Insight 4

S&B continues to push that vision, constantly innovating in a category that today means so much more to so many of us.

Founded in 2000, Scrubs & Beyond was started by Karla Bakersmith with the insight that retail and products for medical professionals could be completely transformed. In doing this, the brand heralded a step-change in how an entire category is perceived and experienced.

S&B elevated professional essentials beyond the practical and created a retail experience that added a muchneeded sense of humanity that up to that point had been missing.

© Copyright 2022 Scrubs & Beyond. All rights reserved. Practical ReliabilityHonestyAccessibilitySimplicityFunction Empathetic SharingOpennessCommunityInclusivityFeeling Aspirational Form / DignityCalmnessMindfulnessInnovationFashion Defining The Brand Scrubs & Beyond 5

© Copyright 2022 Scrubs & Beyond. All rights reserved. 9 Our Values ReliabilityFunctionalityDiscoveryInclusivityEmpathy Like the best healthcare professionals, we know and respect the higher purpose our community serves in society and for humankind. 9

© Copyright 2022 Scrubs & Beyond. All rights reserved. 10 ReliabilityFunctionalityDiscoveryInclusivityEmpathy We aim to create an inviting environment where every person is empowered to make a positive impact on their health and wellness. Our Values

© Copyright 2022 Scrubs & Beyond. All rights reserved. 11 ReliabilityFunctionalityDiscoveryInclusivityEmpathy Like the industry we serve, we share a desire for discovery, never standing still or becoming complacent. Our Values 11

© Copyright 2022 Scrubs & Beyond. All rights reserved. 12 ReliabilityFunctionalityDiscoveryInclusivityEmpathy We provide exceptional functional products and services that allow healthcare professionals to focus on the critical tasks at hand. Our Values 12

© Copyright 2022 Scrubs & Beyond. All rights reserved. 13 ReliabilityFunctionalityDiscoveryInclusivityEmpathy We earn the trust of our customers and their patients through an unrelenting commitment to the reliability of our products and services. Our Values

While our products vary in color, price, fit, style, and brand, we always create imagery that feels elevated— constantly inspiring confidence in the healthcare professionals we outfit.

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ElevatedInviting

Optimistic1

While we engage in serious and important work that equips healthcare professionals with the tools they need to be successful, our creative approach is led by optimism and positivity. Our brand, products, and communities serve a number of diverse audiences. Our creative communication should feel inviting and welcoming to all healthcare professionals.

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© Copyright 2022 Scrubs & Beyond. All rights reserved. 17InspirationalApproachableFunctional Words translate our spirit, attitude, and sense of purpose. To support our vision, our voice needs to flex across various touchpoints, from technical speak to customer care, e-comm to in-store, for large campaign moments and the smallest product detail. Having an adaptable but consistent tone of voice will ensure our words are not only powerful, but also resonate with our Scrubs & Beyond communities. Tone of OverviewVoice

© Copyright 2022 Scrubs & Beyond. All rights reserved. 19DigitalContemporaryClean Starting with a review of our past logos, we took an exhaustive approach to establish the best and most modern way forward. We combined carefully considered typefaces, then customized details and lettering over several rounds to land on a modern and considered wordmark that feels contemporary and democratic. We also needed to consider the importance of today’s digital and social communication channels, always delivering impact and clarity. The new Scrubs & Beyond wordmark logo hasn’t simply been redone, it’s been reimagined. The OverviewWordmark

22 The CollaborationsWordmark©Copyright2022Scrubs&Beyond.Allrights reserved. In addition to the newly developed core wordmark, we conceived an element to the logo that allows us to play with future collaborators and partners. It’s the simple dropping of “scrubs” to create an “& beyond” option. On the following few slides, you will see the potential for how it could come to life.

© Copyright 2022 Scrubs & Beyond. All rights reserved. To complement the wordmark, we have created a distinctive symbol that speaks the brand name’s various words and meanings. The “s” of scrubs and “b” of beyond come together to form a new take on the infinity sign— an optimistic cue to the possibilities of what we can and will become. The Symbol 27

© Copyright 2022 Scrubs & Beyond. All rights reserved. 30 The ConstructSymbol Our symbol is symmetric, constructed with two full circles with a customized corner to communicate a sense of continuous flow. Clear spacing rules

© Copyright 2022 Scrubs & Beyond. All rights reserved. 35 Sequence Overview / PAID Sequence Overview / Organic Content Used Outside Scrubs & Beyond’s Owned Channels On Scrubs & Beyond’s Channels Wordmark Fades In End Card–Symbol Animation Campaign Titles End Card–Symbol Animation SPRING 2022 ESSENTIALS SPRING 2022 ESSENTIALS SCRUBSANDBEYOND.COM The BrandedSymbolAnimatics SCRUBSANDBEYOND.COM

© Copyright 2022 Scrubs & Beyond. All rights reserved. 36 Wordmark & Symbol Do’s & Don’ts #1403EFDON’TSDOSDonotdistort or warp the logo in any way. Do not rotate logo Do not change the symbol color outside Scrubs & Beyond palette. Use White Logo on dark backgrounds. Use Dark Logo on white or offwhite backgrounds. Do not distort or warp the logo in any way. Do not change the typeface or recreate the logo in any way. scrubs & beyond Adhere to clear space rules.

© Copyright 2022 Scrubs & Beyond. All rights reserved. 38 Our typography system is simple and intentionallystraightforward—so.Toavoid the complications of multiple fonts and hierarchies, we’ve identified one, foundational option. OverviewTypography DirectFunctionalClear

1234567890abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

BoldMediumRegular

CircularTypographySTD 40

1234567890abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

HierarchyCircularTypographySTD©Copyright2022Scrubs&Beyond. All rights reserved. CircularHEADINGSBold Subheadings 1 Circular Std Medium SUBHEADINGS 2 Circular Std Medium Headings Leading:Tracking:120pt-2/-490% Subheading 1 Tracking:60pt -2 Leading: 90% Subheading 2 Tracking:30pt -2/-4 Leading: 90% Body CircularCopyBookBody Tracking:15pt -2/-4 Leading: 90% CTACTA Tracking:15pt -2/-4 Leading: 90% 41

© Copyright 2022 Scrubs & Beyond. All rights reserved. Do’sTypography&Don’ts DON’TSDISCOVER OUR Essentials Collection Avoid tight tracking Avoid loose DISCOVERtracking OUR CollectionEssentials DISCOVER OUR Essentials Collection Do not underline or outline text Do not mix DISCOVERcolors OUR Essentials Collection SHOP NOW Never use hard shadows or glows DISCOVER OUR Essentials Collection Do not mix other DISCOVERtypefaces OUR Essentials Collection 42

© Copyright 2022 Scrubs & Beyond. All rights reserved. ConEnergeticWarm fdent We’ve devised a simple color system that creates the ingredients for complementary combinations depending on the need or channel. Fern Grey provides our foundational base with Sunrise, Black, and White playing more accent roles. Color OverviewSystem 44

© Copyright 2022 Scrubs & Beyond. All rights reserved. Fern Grey Inspiration For our foundational base color, we nod to a traditional hue of the industry and its products, but we elevate and refine it. Fern Grey provides the perfect background for complementary accent colors and clean logos and symbols— modern, understated, and confident. 46

© Copyright 2022 Scrubs & Beyond. All rights reserved. Sunrise Inspiration Drawn to the optimism of bright yet warm tones, Sunrise brings energy and positivity to our corporate palette. From sunsets to luxury design references, Sunrise orange is equal parts classic and contemporary. 47

Fern GreyColor#334C4CSystem©Copyright2022Scrubs&Beyond.All rights reserved. Black WhiteSunrise #FFA045 Refined, ConfidentRestrained, Calm, Elevated, A Canvas For Our Imagery Warm, FamiliarSophisticated, Optimistic, Playful, Energetic #000000 #FFFFFF 48

© Copyright 2022 Scrubs & Beyond. All rights reserved. Our primary palette consists of Black, White & Fern Grey. These colors create the core of our color system. Our secondary palette complements with a Sunrise orange that should be used sparingly and to grab a bit of attention when helpful. #1403EF Color System UsageSUNRISE10%FERNGREY50% 20%WHITE20%BLACK PRIMARYACCENT #000000#FFFFFF#334C4C#FFA045 49

© Copyright 2022 Scrubs & Beyond. All rights reserved. Color System Tones 80% 50% #334C4C#000000#FFA045#FFFFFF 10% Tones can be used to bring warmth and to soften Itbackgrounds.givesusthe opportunity to create variation across applications. 50

© Copyright 2022 Scrubs & Beyond. All rights reserved. Color System Do’s & Don’ts #1403EF DOS Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum No ColorsPrimary No Gradients No colorsmixing Lorem IpsumLorem Ipsum Lorem Ipsum DON’TSDon’tuse Rust on Hues to avoid illegibility Don’t use White on Hues to avoid illegibility Don’t use primary colors or those outside of brand colors Don’t use gradients Don’t mix more than 3 colors Don’t use Hues on White Use White & Rust on Slate Green. Use Slate Green, Black, and White on Rust. Lorem Ipsum Lorem Ipsum Use White & Rust on Black. 52

Stationery 58

Product 67

DISCOVER SuperOUR Sculpt Collection OOH 70

CampaignPhotography©Copyright2022Scrubs&Beyond.All rights reserved. Primary communication is shot on location, providing a window into the world of Scrubs & Beyond. This is when production qualities are highest and images feel most elevated. 73

ProductPhotography©Copyright2022Scrubs&Beyond.All rights reserved. Product stories can be shot on location or in studio depending on the narrative and attributes we want to accentuate. Images should invite us to explore our products in playful, bold, and graphic ways. 74

E-CommercePhotography©Copyright2022Scrubs&Beyond.All rights E-commercereserved.images focus on fits, functionality, and detail. They still remain aspirational through strong composition, casting, and Shotattitude.instudio, they should mimic a more natural daylight setting. 75

EducationalPhotography©Copyright2022Scrubs&Beyond.All rights reserved. Our more educational led stories seek to inform and inspire around our brand, products, and communities we Categoriesengage. include, but are not limited to, craftsmanship, sustainability, technology, and environmental initiatives. 76

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